Paaneri Moitra.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's The Media Store's search executive Paaneri Moitra.
Time at the company:
Nine months.
How long have you been in the industry?
I’ve been in the industry for around four years, gaining experience on both client side and agency side.
How did you get here? Was this always the plan?
I graduated in 2021 from RMIT University, majoring in advertising. I started my career at a media agency as a coordinator, then moved client side to gain broader experience, and I’m now back working at The Media Store agency side.
Who is your right-hand person/who guides you day to day?
My manager, Emma Davis, is my right-hand person. She’s been incredibly patient during my onboarding, teaching me everything from small tricks to deeper insights. Emma has a wealth of knowledge in search. Fun fact, we recently discovered that we both hate cucumbers.
What’s the best thing about the industry you work in?
I really enjoy the networking side of the job. Lunches and events with publishers and clients, alongside all sorts of activities you can imagine, such as pottery classes, sip and paint, paddle sports, darts, and drinks. It’s a great way to meet people outside the confines of an office or meeting room and understand how people work and what makes them tick.
‘Lunch and learn’ sessions have also been a highlight, as they’re a great way to meet people and pick up so much new knowledge about media.
And the biggest challenge?
Every campaign is unique. New clients are often looking for big results, sometimes on tighter budgets. Taking bold steps and experimenting can be challenging, which is why our strong support system, with publishers and their reps, helps guide us on emerging trends, new products and formats, and insights on what works (and what doesn’t).
Where do you see yourself in 5 years?
In five years, I see myself in a leadership role where I can contribute strategically and also mentor others. Personally, I hope to maintain youthful skin and explore two or three wonders of the world (the Pyramids and the Great Wall of China), which I think would be an amazing way to broaden my perspective.
Where do you turn for inspiration?
I’m big on Pinterest. If I need a recipe, wedding ring idea, DIY home project, haircut or colour inspiration, you name it, I turn to visuals because I’m a visual learner. I also use Instagram for a quick scroll to catch memes and news, so together they’re the perfect mix of inspiration and entertainment.
My favourite advert is:
While growing up in India, I can clearly recall Happydent White ads. Every kid knows these!
We usually remember ads for products rather than the big issues such as suicide, mental health, and homelessness. While living here in Australia, I found this really impactful ad from activewear brand LSKD for Movember, whose message is powerful and impossible to ignore.
Tell us one thing people at work don’t know about you?
One thing people at work don’t know about me is that I’m quite Type A when it comes to trying restaurants and cafes. I love planning outings with friends and am known for even sending calendar invites for them. Exploring new places, reading reviews, hunting for great deals, and trying different cuisines is right up my alley.
Whose job have you set your sights on in the future
I hope to earn a promotion to Search Paid Executive over the next 12 months, to grow further and learn even more under Emma’s guidance
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